With 104 matches across 16 host cities in three nations, FIFA World Cup 2026™ was the biggest single-sport event in history... by a lot.
The creative challenge was just as ambitious: build a hospitality brand capable of convincing fans to commit years before kickoff, then keep it relevant through every stage of the competition.
I joined the project early to help build that foundation—developing the creative platform, defining the brand voice, and carrying that thinking across every touchpoint of the campaign.
From celebrity-led films and Times Square takeovers to emails, landing pages, and matchday communications, everything was built around a single idea: bringing fans Closer than Ever to the action.
It was the largest and most ambitious project I've worked on—and proof that the best ideas aren't the ones that tell a story. They're the ones big enough to tell thousands.
Role: Helped develop the creative platform and brand voice for FIFA World Cup 2026™ Official Hospitality, carrying that thinking across television, digital, CRM, social, experiential, OOH, and B2B. Worked across nearly every touchpoint of the brand—from launch through the Final.
A six city live activation. We turned pick up to premium a year out from FIFA World Cup 2026™ to give fans a taste of matchday elevated hosted by our celebrity captains.
Our Creative Director and ACD had just left the agency. I was suddenly the only creative on Nicorette.
Not ideal.
Especially since GSK had decided it was time to review the TV business.
So I started writing.
I kept coming back to one idea. Not because I thought it was the safest, but because I was pretty sure nobody else would bring it into the room.
Quitting is Beautiful shifted the conversation from how hard quitting is to celebrating the small victories along the way.
On pitch day, four agencies walked in with teams of creatives.
I walked in alone.
It won.
The campaign became Wunderman Thompson's first Nicorette television campaign, growing into an integrated launch across TV, digital, social, and photography. We spent two weeks in Madrid bringing it to life around a new product line: Craving Relief Never Tasted So Good.
Role: Led concept development and pitched the winning campaign. Following the win, helped build the integrated campaign from scripts and storyboards through production across television, digital, social, and photography.
ACD Copy: Rob Tilberis
ACD Art: Chris Silva
Sticking to it is tough. It's even harder when you're trying to give up something you love – like smoking. There are rough days, and times you slip up. But there can be amazing moments, too. Small moments of victory each time you beat a craving and pass up a cigarette. With Nicorette, every day is a chance to feel that strength and success.
So, let's begin.
The tagline changed, but this anthem won the business.
Bonnaroo in June is hot.
Really hot.
So instead of creating another brand activation, we built festival-goers a summer oasis.
We built a miniature golf course inspired by Sonic's menu, complete with a Sonic-style clubhouse serving ice-cold slushes, great food, and a place to cool off between sets.
Every hole was originally designed around a menu item. Sadly, the tater tot volcano didn't survive production. I'll never stop fighting for it.
The final experience blended music, mini golf, cold slushes, and a little Americana into one of the coolest spots at Bonnaroo.
Role: Concept development, copywriting, client presentations, and creative development from pitch through execution.
ACD Copy: Rob Tilberis
Creative Director/Art Director: Casey Burns
Winner: Ex Award
Jack Daniel's thought younger drinkers had stopped seeing the brand as relevant to modern music.
We told them not to change.
Country hadn't changed.
People's definition of it had.
What was once associated with rock, outlaw country, and Sinatra was now colliding with hip-hop, R&B, Latin music, and electronic. Instead of chasing culture, Jack could remind people it had been part of it all along.
So we stopped thinking about country music.
And started thinking about music country.
HWY No. 7 began as an idea for a road trip across America. It quickly became something bigger—a place where artists, outsiders, and modern-day troubadours from every background could meet on common ground.
What started as a tour became a brand platform, fueling live events, content, social, experiential, merchandise, and more.
Role: Concept development, copywriting, campaign platform development, client presentations, and integrated creative across experiential, social, OOH, branded content, and live events.
Every smoker already knows cigarettes are bad for them.
They've seen the warning labels.
They've seen the PSAs.
The first reaction is usually to look away.
We wanted to try something different.
Instead of reminding smokers what they already knew, we focused on something they could instantly relate to: the strange, often hilarious lengths people go to hide the habit.
Like a lot of smokers, I'd enjoyed the occasional sneaky cigarette myself. I knew the feeling. I wasn't thinking about the health warnings—I was thinking about not getting caught.
Not to laugh at smokers.
To laugh with them.
Because while there's nothing funny about the health risks of smoking, sometimes the best way to help someone change is to make them feel understood first.
Role: Concept development, copywriting, pitching, and creative collaboration through casting and production.
Sr. Copywriter: Rob Tilberis
ACD Art: Tal Amiram
Wells Fargo's licensed college debit cards gave fans another way to represent their school.
Our challenge was giving them another reason to choose it.
The answer wasn't better banking.
It was better fandom.
College football fans are always looking for new ways to celebrate their team, so we turned each school's beloved mascot into the ultimate fan—naturally using the Wells Fargo debit card as part of every game day ritual.
The campaign launched with custom mascot Instagram emojis before expanding into animated social content and on-campus shoots featuring the mascots getting game-day ready, grabbing concessions, and cheering on their teams.
Role: Concept development, copywriting, scriptwriting, client presentations, and on-set direction.
ACD Copy: Rob Tilberis
Creative Director/Art Director: Greg Tatum
When Stanley partnered with Lionel Messi, the opportunity wasn't just to launch another celebrity collection.
It was to celebrate the person behind the icon.
Rather than centering the experience around football, we celebrated one of Messi's everyday rituals: sharing mate. Stanley's mate cup became the cultural bridge between his Argentine roots and his adopted home of Miami.
To bring the idea to life, we transformed Panther Coffee in Wynwood into a vibrant pop-up mate shop and brand playground during Art Basel. Fans could experience Argentine-inspired murals, mate tastings, merch drops, late-night DJ sets, a run club hosted by Action Bronson, and, of course, the launch of Messi's collection.
Leo even stopped by to open it.
Role: Naming, copywriting, experiential ideation, and creative development across the activation.
Most quit-smoking programs assume one thing:
If you cave and have a cigarette, you've failed.
We knew quitting doesn't work like that.
It's messy. It's frustrating. And for most smokers, one cigarette doesn't erase the progress they've already made—it just means tomorrow is another chance to keep going.
That became the idea behind MyQuit, a support program built around progress instead of perfection.
We launched with animated stories from former smokers before expanding into a personalized email program and mobile app that helped people navigate cravings, celebrate small victories, and keep moving forward throughout their quit journey.
The result was a more human way to help people quit—and a campaign that earned a Clio, Effie, Smartie, and MM&M Award.
Role: Concept development, copywriting, CRM content, campaign development, and case study writing.
Copywriter: Rob Tilberis
Creative Director: Danny Sullivan
ACD Art: Tal Amiram
Clio Winner
Smartie Award Winner
MM&M Award Winner
Effie Award Winner
I was given a "test" assignment during the final round of an interview.
The brief was for an eye drop that helps people ditch their reading glasses.
I figured...
Let's push this.
Instead of talking about the drops, I started thinking about what people would be happiest to leave behind.
Reading glasses.
Which led to one obvious question.
How would Benjamin Franklin feel about that?
The inventor of bifocals became Presbysol's reluctant spokesperson, campaigning against the very product that threatened his greatest invention.
The agency loved it.
They also didn't hire me.
Apparently it was...
...too creative for pharma.
My bad.
Role
Concept development, copywriting, and campaign development as part of a creative interview assignment.
ACD Copy: Rob Tilberis
ACD Art: Chris Silva
